Dr. Neil Hair

Oh and one more thing, before reading yesterday's entry - make sure you're aware of 'fat finger syndrome'. http://business.timesonline.co.uk/article/0,,13133-1972872,00.html

Looking for love? As a Marketer, I've found it… 65% of all single Brits used an online dating agency last year. An industry worth £12million and expected to be worth £47million by 2008 - and thats just the UK. This market is extremely lucrative - if only until one finds one's perfect partner! What's not love? Search from the comfort of your own home, do your research online, make contact with people online and get to know people online. I've long been a firm believer that love cometh quickly to an electronic context. I'd be lying if I said I hadn't personally fallen in love online. I'd also be lying I didn't admit that digital communications made life without my partner just about bearable for a year back in 1999/2000. What fascinates me is the human ability to use this so called 'deprived' medium to form solid, dependable relationships. I believe that there's a place in this technology for developing relationships with customers as well. Hence the focus of my PhD. Electronic relationships in electronic communities (just one of many mediums where love can manifest itself). If you're looking for a market to invest in this coming year - electronic dating agencies should be on your list. http://technology.timesonline.co.uk/article/0,,20409-1970817,00.html How else other than in the name of love can we get away with charging someone $49.95 a month for a database driven match 'of 29 proven dimensions of compatibility'?! Say 10 million single Americans, finding their perfect partner in one month at $49.95, that's not a bad monthly take home - $499,500,000. Two months, and an end to the $40 free personality profile and I'd safely say we can all retire by February end. Oh and I'm Neil, Italian descent, 6ft 6, heavy build, who likes listening to Motzart and enjoys pottery, cuddling kittens (that bits true) and playing crochet with the guys at weekends. Must include Photo.

Aol's lost the plot. Both of them. I read with interest that AOL has started a series of television ads in Europe. http://technology.timesonline.co.uk/article/0,,19509-1965095,00.html A viral marketing campaign which it intends to use to highlight the negative and positive aspects of the internet. I think this is ludicrous for a number of reasons. What good is a viral marketing campaign if the public fail to associate the discussion with the brand? The internet can be harmful. Agreed. Use AOL. Yeah right. The internet can be great. Agreed. Use AOL. But don't you still charge monthly fees to access it when others do so for free? What good is a viral marketing campaign if the first set of messages (the negative) are dismissive of the product or service? I'm a firm believer that any publicity is good publicity, but if the message isn't strongly associated with a brand what is the point? How can an organization justify £15million in a three month campaign to it's shareholders? Lest we forget that every communications strategy need forfil 5 basic objectives - they have to be SMART. Specific? Idon't think so, the internet is good or the internet is bad. Measurable? I don't think so, everyone and their dog providing internet services will benefit from this so called 'discussion'. Agreed? Someone in AOL clearly has agreed to this and signed the cheque. Realistic? If it's none of the above how can it be? Time related? 3 months? Give me strength. Viral marketing campaigns are great tools - if used properly. The only way I can see AOL making this work for them is if they directly relate the 'discussion' to the provision of their bespoke service. Time will tell if this works. My money is on people leaving the 'discussion' with opinions on the internet - not AOL.

Taggers become marketers? It was interesting to read Sony's latest stealth marketing campaign involved graffiti. Perhaps this is the ultimate tactic of guerilla marketing. Hiring graffiti artists to work their warez on walls in major cities and the like. http://news.bbc.co.uk/2/hi/americas/4567236.stm What amuses me (mildly you understand, one could never condone the wreckless acts of pavement and building adornment with non uniformal paint, even if it is black) is the understanding of basic marketing principles underlying the process. Your target market is clearly defined, gamers of the real world (commonly known as urban nomads). Your positioning and statement clear (we'll talk to you on your own terms and in your own language). The critical success factor - reaction. Reaction from the press (ranging from amusement to negative, reaction none-the-less creates awareness) reaction from the target market (mixed - 'fony' being scrawled on some of the icons once urban nomads realise its commercial - to creating an undeniable 'cool' factor for others) reaction from Sony ('we didn't do it - that would be illegal) reaction for marketing professors (why haven't they thought of this before?). How else would you get a group of difficult to target youths to participate in word of mouth campaigns otherwise known as viral marketing? As the Guinness adds proffer… BRILLIANT !!!! I regularly follow the activities of one of Britain's 'art pranksters' Banksy. Sony need to hire this guy to get the job done properly. Check out his site and you will see what I mean. Enjoy… and happy new year! http://www.banksy.co.uk/